LUMEE, the joint venture formed by Hasbro Entertainment and Animaj to tackle the digital monetization challenge for kids' content, will represent a selection of family-focused advertising inventory across several Disney YouTube channels.

Animaj Co-Founder Greg Dray joins ScreenMDM to discuss how the company is driving new models across the production, development, and monetization of kids’ and family content, including through its landmark Lumee joint venture with Hasbro Entertainment.

Hasbro Entertainment and Animaj have joined forces for an ad-sales and brand-partnerships venture called Lumee, an initiative that Gregory Dray, its chairman, tells me is a concerted effort to tackle what he sees as the biggest roadblock in the kids’ business: monetizing YouTube engagement. Lumee brings together the Hasbro Entertainment…